Jakarta, March 13, 2025 –The Minister of Creative Economy/Head of the Creative Economy Agency, Teuku Riefky Harsya, attended the Indonesia Go Global event at IDN HQ, Jakarta, on Wednesday, March 12, 2025. During the event, Menekraf served as a speaker and a witness to the signing of a partnership agreement between Sour Sally Group and its business partner in the Philippines, marking the global expansion of this Indonesian culinary brand.
Menekraf Supports Sour Sally’s Expansion into International Markets
Minister Teuku Riefky Harsya expressed his appreciation for Sour Sally Group’s initiative to expand its business to the Philippines. He emphasized that this success demonstrates the vast potential of the culinary industry, one of Indonesia’s creative economy subsectors, proving its competitiveness in the global market.
"Kemenekraf is proud to see Sour Sally successfully expanding Indonesia’s culinary network to the global market through successful gastrodiplomacy," said Minister Riefky, as quoted in a press release on Thursday (3/13/2025).
"We are confident that Indonesian creative economy players can compete on the global stage with the right strategies and government support, achieving our target of 8% national economic growth," he added.
This expansion has also been supported by halal certification obtained through the Halal Product Assurance Agency (BPJPH), which plays a crucial role in penetrating the global market, especially in the Middle East.
"This achievement is closely tied to the halal certification obtained through BPJPH, which serves as a key factor in entering the Middle Eastern market," the minister stated in his official remarks.
Gastrodiplomacy: Using Culinary Excellence as a Diplomatic Tool
Menekraf emphasized that Sour Sally’s expansion is a prime example of gastrodiplomacy, where food serves as a diplomatic tool to strengthen international relations.
"We believe that gastrodiplomacy has great potential to introduce Indonesian cuisine to the international market while also strengthening Indonesia’s economic ties with other countries," he continued.
The minister hopes that Sour Sally’s success will inspire local culinary entrepreneurs to adopt a global vision and set a benchmark for other Indonesian creative economy players.
Hope for Indonesia’s Culinary Industry
Meanwhile, the Chairwoman of HIPMI Culinary Indonesia (HCI), Cikhita Virginia Sebayang, expressed her appreciation for Minister Riefky’s strong commitment to supporting the expansion of Indonesia’s culinary industry into international markets.
"Sour Sally’s success proves that Indonesian culinary products have global competitiveness if backed by the right strategies," she stated.
Cikhita urged all stakeholders to continue expanding their businesses overseas and ensure that the Food and Beverage (FNB) industry remains competitive on the international stage.
"We must accelerate business expansion abroad and ensure that the FNB industry gets the support it needs to compete globally," she added.
Meanwhile, Sour Sally Founder, Donny Pramono, emphasized that full support from the government, especially the Ministry of Creative Economy, plays a crucial role in Sour Sally’s success in the global market.
"We hope the government continues to provide support in knowledge and certification to enhance the quality and consistency of Indonesian culinary products. The full support of the government, especially the Ministry of Creative Economy, has been instrumental in Sour Sally’s global success," Donny explained.
Middle Eastern Market: A Major Opportunity for Indonesia’s Halal Products
Previously, Sour Sally successfully opened a $1 million franchise in the United Arab Emirates and Saudi Arabia. BPJPH Secretary-General, Muhammad Aqil Irham, added that the Middle Eastern market and OIC (Organization of Islamic Cooperation) member countries present significant opportunities for Indonesian brands seeking to expand globally.
"Global Muslim consumer spending reaches $3 trillion, and Indonesia has only captured $13.38 billion. This means there is still a huge opportunity for Indonesia to export its halal products to OIC member countries," he explained.
He further emphasized the need for ongoing support from various sectors, including the government, to propel Indonesia’s creative economy onto the international stage. With the right strategies and collaborative efforts, more Indonesian culinary brands are expected to penetrate the global market, contributing to the growth of the national creative economy. The expansion of Sour Sally Group into the Philippines marks a significant milestone in Indonesia’s culinary industry on the global stage. The Ministry of Creative Economy’s support, a gastrodiplomacy strategy, and BPJPH halal certification have been key factors in this success. Moving forward, more Indonesian culinary brands are expected to follow Sour Sally’s lead, introducing the rich flavors of Nusantara to the world.
